PlayStation Australia celebrates launch of Marvel’s Spider-Man 2 with ‘The Spectacular Save’ stunt on Sydney Harbour via Akcelo
To celebrate the launch of one of the year’s most anticipated games, Marvel’s Spider-Man 2, PlayStation Australia has installed a Spectacular Save of a truck in Watermans Cove in Barangaroo, Sydney. The incredible installation is in partnership with Akcelo and supported by creative PR agency, Poem.
The installation sees a truck dramatically suspended in webs mid-air to save it from a sticky situation. In true Spider-Man fashion, fans will experience an immersive world when they visit the event, with NPC characters and New York Bagels. The activation will be in place from 9AM Friday, 20 October until 4PM Sunday, 22 October.
Says Patrick Lagana, director of marketing, PlayStation Australia: “Marvel’s Spider-Man 2 is one of the most anticipated PS5 games to date and an amazing addition to PlayStation’s unbeatable lineup of exclusives. We wanted to showcase the power and imagination of Spider-Man and our partners Akcelo and Poem have created a truly exciting campaign that really captures attention. The collaborative nature of the campaign really encapsulates the “Be Greater. Together” mindset of Marvel’s Spider-Man 2 and we can’t wait to see people’s reaction to The Spectacular Save.”
Says Aden Hepburn, CEO at Akcelo: “For so many of us, Spider-Man is the kind of IP you only ever dream of working on. With this activation we wanted to give a taste of the high stakes action and blockbuster fun you’ll enjoy within the game itself. Bringing this epic gaming experience to life together with the PlayStation team has been an absolute thrill.”
In Marvel’s Spider-Man 2, Peter Parker and Miles Morales return for an exciting new adventure in the critically acclaimed franchise for PS5. Swing, jump and utilise the new Web Wings to travel across an expanded Marvel’s New York, quickly switching between Peter Parker and Miles Morales to experience different stories and epic new powers, as the iconic villain Venom threatens to destroy their lives, their city and the ones they love.
Marvel’s Spider-Man 2 is available now on PlayStation 5.
Learn more about Marvel’s Spider-Man 2 here and for the latest PlayStation news, follow on Facebook, Twitter, YouTube, and Instagram.
Client: PlayStation Australia
Creative and Production: Akcelo
PR, Influencer and Social: Poem
Content management: Poem & Akcelo
Media: EssenceMediacom
62 Comments
a furphy?
Seriously!!!
Lol. Not the same truck, pookie bear.
Flipped truck ideas are so 2023…
I don’t give a truck what anything thinks, this will get people’s attention. Job well done.
Do Akcelo do anything than mediocre, single build, OOH stunts anymore?
We need to aim to impress this guy.
Why yes! I’d much rather be working on a “mediocre” OOH activation but hey, i’m employed to pump out social assets.
I love this, Akcelo, the Kings of an era of immersive marketing.
What fun!
This. Is. Epic.
I’d love to work on things like this.
*Sigh*
Back to my eDMs….
But that ROI?
Absolutely outstanding activation!
“My spidey-senses are tingling”
This is great
Are you guys embarrassed for such a blatant rip off or do you not care?
Please leave the same comment on LinkedIn in so i can call you to explain how different (better) this waas than the furphy truck. much larger and on a counter levered angle. i know for a fact that the furphy truck was originally intended to be on an angle but they couldnt find a way to do it. we did 🙂 must suck sucking.
goood
Yessss I saw this earlier – so cool!!!
Getting Marvel to sign off on this would have been tough
That is so fkn cool.
Sorry but what’s not to love here? As a gamer, this is bang on the mark and has tickled my excitement for the next Spider-Man. Bummed I didn’t get to be surprised by stumbling on it in the wild. For everyone blithering on because Thinkerbell did the furphy truck: nothing is original. It’s advertising. Get a grip. Or one better, go down and watch the kids with fat grins over this. Simple and good. Well done Akcelo. And no, I don’t work there but wouldn’t mind after seeing this.
Are you embarrassed at such a junior comment?
A truck is not an idea.
This could’ve been a helicopter, a boat, a motorcycle.
But the truck is great for signage.
Back to your MREC, mate.
I wuv you.
Xx Akcelo
The furphy truck is famous for being up for just a few hours so they could film the case study. Don’t be confused between award fodder and the real thing.
So much fun – my spider kids are keen to go see this.
Love this, as I’m sure will everyone else who’ll be dumping hours into the game this weekend. Haters, go grab a Friday pub lunch schnitty and pipe down.
Great power, greet activation.
awesome!
Spiderman’s baby batter.
Beautiful. But you could’ve easily avoided the temptation to call it a ‘rip-off’ by making it a local taxi (incl. signage), or even a semi trailer saved/caught in the web… Using the same style 2 tonne truck is a little lazy, sorry.
But hey, love the production on it.
6.5/10.
Looks more like chewing gum than spider web.
Love the ambition here
Akcelo just built that vending machine which was flooded and closed for awhile day. Not to mention I felt like I was going to fall through the steps. God knows how much they charged their client for it but it’s not a good look for the brand when something isn’t so structurally sound.
@Case Study. Furphy Truck was installed from April 30 to May 2 2022, so not just a few hours, about the same amount of time as this activation. Even if it was up for a few hours, the goal of the campaign was to go viral online – seen by few, experienced by many, as its “famously” said.
Another one (giant thing without idea)
Hehe. Shut up and get back to your EDM banner.
I think you’re confusing the target market, gamers, with sad ad wankers like you.
No one outside this sad little industry gives a monkey’s about how similar the vehicle is or isn’t.
All these Akcelo haters! Wait till the Daily Bugle gets a load of these nit-pickers. Well done to all involved. It’s cool and captures the imagination. The kids know what’s up.
Having worked on Playstation locally and having presented 00’s of great ideas, well done for getting something up. They famously don’t have budget in Australia, apart from adapts.
The turnover at akcelo is about as high as the top of that cobweb.
Copying ideas just makes us all look silly. They just needed a good production company for this – not a creative agency
Akelo doesn’t even realise they are devaluing their own business with crap like this
Do I get to see it anywhere other than on this blog?
You’ve all lost your minds and need to get out of the comments and into the sun. This is straight out of the game. A gamer seeing this in Sydney is going to get excited, not think about an old beer ad that happened in Melbourne. The idea isn’t the truck, the idea is the webs suspending it.
Furphy truck was a Sydney activation. Get your facts straight before you shoot your shot
Green with envy – great installation for a cool brand. Love it!
The idea is pretty obvious?
Pretty much sums up Australia, bar like a handful of ideas a year.
Pretending you know the difference between idea and execution just makes you look silly.
Please don’t devalue the industry by opening your mouth.
CB is hilarious. People are screaming about the Furphy truck. But in the CB article about that people are saying it’s a copy of the James Angus truck.
I like it. It could have been a local cop car or helicopter or something like that to help make a distinction from the Furphy truck, but it’s solid. I’m not a gamer but I’d still enjoy seeing this IRL.
Some of the comments here are play school like. The comparison to Furphy is embarrassing. So no one can ever use a truck in an interesting way? The ideas are completely different. I applaud Playstation. Great brand and it should be doing more local stuff.
I’m not here to defend the idea. It is what it is. Impressive by the scale of it. But idea wise I think we’d all go there.
But to claim it’s a rip off because another activation has a truck in it is taking even the regular comments on this blog to a whole other level of stupid.
Some of the comments on this blog seriously make me wonder who they’re letting into our industry these days.
I don’t get it. Can someone explain the concept?
Furphy don’t own ‘trucks’ but this feels less fresh because of it.
If you think a single person outside of the industry noticed a similarity to the furphy truck (or just noticed the furphy truck) give your head a wobble.
Off the top of my head, a list of Akcelo ideas thus far (if you could even call them that) includes…
Stranger Things: “I know! Let’s build one of those creepy, tentacled portals to the Upside-Down and place it on Bondi Beach.”
Squid Game: “”I know! Let’s install a replica of that giant doll that machine-guns people on the show at the Opera House.”
McDonalds: “I know! Let’s make a pop-up outlet at FIFA WWC and make it look like a giant carton of french fries.”
Marvel Spider-Man Game: “I know! Let’s take a scene from the game where a truck is strung up in Spideywebs and make a big installation.”
Making big things isn’t an idea. From a production capability perspective (which they outsource), there’s obviously a craft to it, sure, and it might even tick the boxes in terms of CGC, earned media or whatever other metric their clients actually care about, but it’s hardly creative.
That all said, I quite liked their recent zombies TVC for Forty Winks, even if the film craft let it down and it was unnecessarily long. And not long in a ‘We’re the Monkeys and we can do it” kinda way, but rather in a “Here’s a hero edit that could have been better edited” kinda way.
But hey, I guess they’re making some tasty mark-up on all these big stunts, so good luck to them. Will this make the news, though? Doubtful.
Making a big thing is not an idea, same way making a TVC is not an idea. BUT it is a successful format for experiential marketing, and Akcelo seem to have mastered it way ahead of anyone else. Letting people play Squid Game for real (sans machine guns), putting the creepy portal from Stranger Things on Bondi or turning a moment from a game into a crime scene (I’m assuming that’s what happening here?) are all great ideas for an experience. The only thing they have in common is that they’re all big.
Bro, it might be time to get a life instead of being so bitter. Yeah?
Not actually a ‘bro’, bro. I’m a ‘sis’, for the record. But not surprised you’d leap to that assumption given the level of insight and originality on display in your rebuttal.
Quick thought: Next time, why not just write ‘I know you are, but what am I?’ instead.
And no, I’m not bitter. More bemused over how Akcelo can justify what appears to be a staff of full-time strategists and creatives, and continue to win clients based on the work I’m seeing them trumpet in trade press. Honestly, where is the strategy or actual ideas in any of the above?
I’ll say it again, playing with scale is only an idea if you don’t do the SAME THING again and again and again and again.
I guess someone doesn’t understand how experiential advertising works.
Actually hilarious that you lot think this is a ‘rip off’ – it’s a truck… There is absolutely no one who goes to Barangaroo and checks this out that’ll go: oh yeah, Furphy used the same truck for their activation, this is boring. You’re all so far up that there’s no light. Time to pop your advertising bubble. Or maybe I should just stop heading to the comment sections. Good stuff, Akcelo.
Am i the only one who only heard about this through CB?